The concept of cool has long eluded elucidation, with various explanations never quite satisfying. We can all recognize cool when we see it – whether it is James Dean or Kate Moss you can just tell when someone has ‘it’. Now a new paper entitled ‘What Makes Things Cool’ by Caleb Warren and Margaret C. Campbell (one a business, one a psychology professor) published in the *Journal of Consumer Research *has attempted to scientifically analyse and articulate the essence of coolness.
Icons of Cool Left: James Dean, Right: Kate Moss
The paper suggests that coolness can be defined thus: "A subjective, positive trait perceived in people, brands, products, and trends that are autonomous in an appropriate way."
It follows then that cool is predicated not on one specific look (although clearly ripped jeans and biker jackets symbolize the vibe) but on having the balls to defy convention and go your own way – although only to a certain extent. Punt too far away from the norm (or 'appropriate') and you lose the cool and come off slightly unhinged (think mis-matched shoes, nipple tassels, anything purple). If you instead play it safe in chinos and polo shirts, you’re never going to nail autonomy or ‘cool’.
Cool Girls: L-R French Model Caroline de Maigret, Patti Smith & French Singer Francoise Hardy
So how do you make a departure from the mainstream – particularly the perceived repressive or unnecessary aspects of conformity – without coming off too eccentric?
The first step is to find a personal style that is both original but not ‘too’ out there. Examine the women that have been cool throughout the ages – their defiant look is often very similar. From Patti Smith to Francoise Hardy to Caroline de Maigret to Alexa Chung, there’s a shifting scale of disheveled-ness, a twist on wardrobe staples from the rock tee to a Breton top, great jeans and a signature hairdo.
Leather, Plaid & Denim, a Rebellious Wardrobe which is Still Socially Acceptable - Alexa Chung Nails Cool
Simplicity is always key to achieving coolness. Never, ever go over the top, and keep in mind Coco Chanel’s aphorism: ‘Before you leave the house, look in the mirror and take at least one thing off.' Et Voila, you too can go to the Ball of Cool.
For more examples of coolness, click through Alexa Chung's look book below...
Alexa Chung Style - Best Dresses & Outfits
1 of 62Alexa Chung new york fashion week 2010 headband pink dress
Alexa Chung at Marc Jacobs show, New York Fashion Week - 13 September 2010
2 of 62Alexa Chung style 2010 leather shorts white cardigan
Alexa Chung at Yves Saint Laurent's New Fragrance 'Belle D'Opium', New York - 17 June 2010
3 of 62Alexa Chung style 2012 white frill dress
Alexa Chung at Chanel event - 12 October 2012
4 of 62Alexa Chung style 2013 black dress
Alexa Chung launches her Eyeko make-up collection at Selfridges on November 14, 2013
5 of 62Alexa Chung style 2013 black shirt pattern skirt
Alexa Chung at 2013 Whitney Gala And Studio Party - 25 October 2013
6 of 62Alexa Chung style 2013 valentino print smock dress
Alexa Chung in Valentino at Alexa Chung 'It' Book Launch, New York - 29 October 2013
7 of 62Alexa Chung style 2013 white coat dress
Alexa Chung in Chanel at MoMA's 6th Annual Film Benefit, New York - November 2013
8 of 62Alexa Chung style 2013 white dress
Alexa Chung at the British Fashion Awards 2013 on December 2, 2013
9 of 62Alexa Chung style 2014 blue ruched dress
Alexa Chung attends the 'Charles James Beyond Fashion' Costume Institute Gala in May 2014
10 of 62Alexa Chung style 2014 new york black blazer white dress
Alexa Chung in New York - 19 June 2014
11 of 62Alexa Chung style 2014 silver jacket denim jeans black boots
Alexa Chung at the Marc By Marc Jacobs show on February 11, 2014
12 of 62Alexa Chung style bat jumper denim jeans
Alexa Chung at Moschino Cheap And Chic at London Fashion Week - 15 September 2012
13 of 62Alexa Chung style black jumper messenger bag
Alexa Chung at Chanel, Haute Couture Fashion Week - 03 July 2012
14 of 62Alexa Chung style blue jacket grey tights
Alexa Chung New York Fashion Week - 10 February 2012
15 of 62Alexa Chung style blue lace top skater skirt
Daisy Lowe and Alexa Chung at 'It' By Alexa Chung Book Launch Party - 4 September 2013
16 of 62Alexa Chung style blue roll neck jumper pattern skirt
Alexa Chung at Peter Pilotto For Target Launch on February 6, 2014
17 of 62Alexa Chung style blue scarf ankle boots
Alexa Chung is seen strolling on the 'Rue de Rivoli' in March
18 of 62Alexa Chung style carven 2013 gold skirt blazer
Alexa Chung in Carven at British Airways & Visitbritain celebrate the opening of The Big British Invite, New York - 21 March 2013
19 of 62Alexa Chung style carven 2014 red dress
Alexa Chung wearing Carven, New York - 18 June 2014
20 of 62Alexa Chung style carven teal dress
Alexa Chung in Carven at GQ Awards - 4 September 2013
21 of 62Alexa Chung style denim dungarees
Alexa Chung out and about, New York - 15 July 2012
22 of 62Alexa Chung style fedora hat jumper dress
Alexa Chung attends the 2014 Future Of Fashion Runway Show at The Fashion Institute of Technology in New York
23 of 62Alexa Chung style flower pattern dress 2012
Alexa Chung at the British Fashion Awards - 27 November 2012
24 of 62Alexa Chung style flower print jumper leather skirt
Alexa Chung out and about in New York - 3 May 2013
25 of 62Alexa Chung style green jumper leather skirt
Alexa Chung at Louis Vuitton fashion show, Shanghai- 19 July 2012
26 of 62Alexa Chung style grey cable knit jumper striped skirt
27 of 62Alexa Chung style erdem skirt
28 of 62Alexa Chung style christopher kane 2013 black suit
29 of 62Alexa Chung style christopher kane 2012 scottish fashion awards
30 of 62Alexa Chung style J W Anderson 2013 knitted jumper yellow skirt
31 of 62Alexa Chung style jonathan saunders black dress
32 of 62Alexa Chung style Kenzo flower print dress sandals
Alexa Chung in Kenzo out and about in New York - 25 August 2013
33 of 62Alexa Chung style khaki button dress boots
Alexa Chung at Burberry show, London Fashion Week - 21 September 2010
34 of 62Alexa Chung style lace top green dress
Alexa Chung at Valentino Master of Couture opening - November 2012
35 of 62Alexa Chung style leather jacket blue denim jeans
Alexa Chung At Heathrow - 23rd May 2013
36 of 62Alexa Chung style leather jacket blue shirt patterned skirt
Alexa Chung at House of Holland Resort Collection dinner, New York - 19 June 2013
37 of 62Alexa Chung style leather shorts ankle boots
Alexa Chung at Field Day Festival - 2012
38 of 62Alexa Chung style leopard print bag
Alexa Chung at Mulberry, London Fashion Week - September 2012
39 of 62Alexa Chung style london fashion week cardigan denim blue jeans
Alexa Chung at Margaret Howell, London Fashion Week - 16 September 2012
40 of 62Alexa Chung style london fashion week leopard print coat
Alexa Chung at Burberry at London Fashion Week - September 2013
41 of 62Alexa Chung style london fashion week navy green black white dress
Alexa Chung at House of Holland, London Fashion Week - 15 September 2012
42 of 62Alexa Chung style london fashion week white dress
Alexa and Cara Delevingne at Mulberry at London Fashion Week - September 2013
43 of 62Alexa Chung style london fashion week white jumper leather skirt
Alexa Chung at Christopher Kane at London Fashion Week - September 2013
44 of 62Alexa Chung style london white skirt leather shorts
Alexa Chung out and about in London - 4 September 2013
45 of 62Alexa Chung style long coat black jeans
Alexa Chung at Heathrow Airport, London - 26 April 2013
46 of 62Alexa Chung style marc jacobs leather dress white shirt
Alexa Chung in Marc Jacobs at Costume Institute Gala Benefit - 7 May 2012
47 of 62Alexa Chung style met gala black dress
Alexa Chung at Met Gala - May 2013
48 of 62Alexa Chung style navy print dress
Alexa Chung at the Marc Jacobs show on February 13, 2014
49 of 62Alexa Chung style new york black long sleeved dress
Alexa Chung at Catherine Martin and Miuccia Prada Dress Gatsby Opening Cocktail Party, New York, - 30 April 2013
50 of 62Alexa Chung style new york navy black layered dress
Alexa Chung at Tate Americas Foundation artists dinner and after party, New York - 08 May 2013
51 of 62Alexa Chung style new york white top black skirt wedges
Alexa Chung out and about, New York - 04 Aug 2013
52 of 62Alexa Chung style oversized blazer coat black
Alexa Chung at Mulberry - February 2013
53 of 62Alexa Chung style paris fashion week black dress
Alexa Chung at Chanel show, Haute Couture Fall Winter 2013, Paris Fashion Week - 2 July 2013
54 of 62Alexa Chung style paris fashion week print smock dress
Alexa Chung at Louis Vuitton show, Paris Fashion Week - 05 October 2011
55 of 62Alexa Chung style paris fashion week stockings chanel bag
Alexa Chung at Chanel, Paris Fashion Week - 9 March 2010
56 of 62Alexa Chung style pink dress chanel 2010
Alexa Chung in Chanel at British Fashion Awards, London - 07 December 2010
57 of 62Alexa Chung style polkadot black dress
Alexa Chung at amfAR Benefit Gala - February 2013
58 of 62Alexa Chung style print dress leopard print heels
Alexa Chung at the Launch Of The Alexa Chung For Madewell Fall 2011 Collection - 21 September 2011
59 of 62Alexa Chung style printed shirt denim shorts
Alexa Chung at Coachella - April 2013
60 of 62Alexa Chung style valentino 2014 print dress
Alexa Chung in Valentino at International Woolmark Prize on 21st February 2014
61 of 62Alexa Chung style valentino shoes leather skirt
Alexa Chung in Valentino shoes available at mytheresa at Bvlgari evening party - July 2013
62 of 62Alexa Chung style white dress new york 2013
Alexa Chung at Chanel Tribeca Film Festival Artists Dinner, New York - 24 Apr 2013